Digital media has become a huge part of the advertising world. In fact, many campaigns incorporate at least one digital aspect, if not more. Even institutions committed to sending direct mailers, newsletters, and postcards via mail on a regular basis tend to include their website URL and social media handles in an attempt to get customers to engage with them online. Therefore, it’s important to understand which tactics work, no matter which digital platforms you’re on. Follow these foolproof strategies to ensure your next online campaign is a successful one!
Start by Defining your KPIs
If you’re new to the term “KPI,” you’re not alone. Many institutions fail to define their Key Performance Indicators before jumping into a digital marketing strategy. But what may seem like a hassle at first will inevitably save you the time and headache down the road. KPIs are measurable values that help determine whether or not your university is achieving its marketing objectives. Data points like online engagement rate, click-through rate, and conversion rate help you track growth and overall success.
Having trouble grasping the concept? Use the acronym SMART to stay on track! Stick to Specific, Measurable, Attainable, Relevant, and Time-bound metrics when defining your KPIs. Choosing these data points in advance will ensure you’re measuring the right available data, rather than all the available data. For example, say you’ve set a goal to push clicks to your website to drive new student enrollment. Choose “click-through rate” as one of your main KPIs and scrap any excessive metrics like social media ROI or pay-per-click impressions. “Lead generation” may also act as a strong KPI here. Tracking how many people fill out a signup form on your website will provide you with strong insight as to where your enrolled students are coming from!
Integration is Key
The most successful online campaigns often use robust strategies and digital integration. So, incorporate as many platforms that make sense for your university as possible. Planning to do a bit of social media marketing to get your prospective students excited over an upcoming on-campus event? Why stop there? Grow awareness by hitting your audience from every direction. Use Facebook to announce the event and drive website traffic. Then use your website to persuade prospective students to sign up for the event by providing their email addresses. From there, use emails to talk directly to your prospects, give more details about the festival, and throw in an extra special opportunity for updates on similar future events. When everything connects, your university stays top of mind as audience members experience your brand message across multiple platforms. Students are more likely to choose a college they interact with on a regular basis.
Use Digital Tools Collect Your Data
Before beginning your campaign, make use of tracking codes, analytic platforms, and ad reporting. Install snippets like the Facebook and Twitter pixels onto your website to learn just how many viewers visit your site after seeing your ads. Google Analytics also provides an in-depth look at your audience’s behavior by tracking and reporting website traffic. Therefore, you can see which majors, organizations, and events students seem most interested in based on their online activity. This knowledge will help you promote your institution’s best features and gain more traction! Implement these tools before your launch date, then watch as the accounts automatically collect your stats for the duration of your advertising efforts.
When the campaign comes to a close, you’re going to want to determine just how many students engaged as accurately as possible. This is where your KPIs come in handy. Thanks to the digital age, we have so many statistics available at our finger tips. Although this is often a positive thing for data-driven universities, the sheer amount of information can cause even the most experienced marketer to lose track of their overall goals. Ignore the clutter, and dive right into the data points that matter! Most online platforms allow you to filter out irrelevant categories to build a custom made report that’ll please any analytical marketing team.
Ready to hit the ground running? Start building your digital campaign by using these key tips to guide your strategy. When it’s all said and done, you’ll feel the effect of your online approach in the growth of your university’s student body! Contact Print Tech for additional tips, tricks, and services that’ll help your marketing stand out from the competition.